Apple reportedly acquires UK-based artist services company

Apple looks to be closing 2018 with another music business acquisition. Platoon is an A&R and creative services company founded in 2016. The London-based company has helped early-stage artists in the U.S. and the UK such as Billie Eilish, Jorja Smith, and Stefflon Don before their major signings.

According to Music Business Worldwide, Platoon co-founder Denzyl Feigelson will continue to lead Platoon’s team of 12 after the acquisition. Feigelson is a music industry veteran who was the original founder of Artists Without A Label, which is now the AWAL services company owned by Kobalt, and has 15 years of experience working with Apple in live events and artist relations.

Apple has been making strategic acquisitions to help build out its music department. Most recently, it acquired music analytics startup Asaii in October. Both of this year’s takeovers indicate that Apple is serious about forging direct relationships with artists and providing them with both data and support for their creative work.